2015 Speaker Biographies
Emotional Measures and the Application of Neuroscience
Executive Vice President at Schlesinger Associates
Anne Hedde is Executive Vice President Schlesinger Interactive, responsible for all online research as well as the company’s Client Development and Product Development focused on innovative research methodologies aimed at meeting current and future research needs in a rapidly evolving digital environment.
Anne has over twenty years global experience in client and general management including roles as Global President, Ipsos ASI and as Global CEO, Lightspeed Research, a Kantar company.
Anne has been a leader in online research since its inception and was a charter member and past President of IMRO, the first interactive industry organization that is now part of the MRA. Anne remains active with the MRA, the ARF, CASRO and ESOMAR and is passionate about innovation and online data quality.
Anne holds a Bachelor of Arts in Economics from the University of Maryland and a Masters of Business Administration from the University of Texas in Arlington.
Biometric lab data is scientifically complex. Consultants with expertise in understanding the brain are often needed to analyze the biometric measures captured in the labs. In this presentation Anne will share her thoughts on the capabilities of Biometric data, and how it is collected, validated, and presented. Anne will also be performing a live facial coding with audience members.
Social Network Research & Analysis
Scott E. Bailey
CEO of Scott Bailey & Associates, LLC
Scott is the CEO of Scott Bailey & Associates, LLC. He specializes in the application of analytics to solve marketing problems. Prior to establishing his own business, he was the Executive Vice President and head of Strategy and Analytics for Targetbase.
Scott’s areas of expertise include marketing strategy, targeting and segmentation, as well as experimental design, forecasting and modeling. He has developed agency solutions for Target Data, Zimmerman, Tribal DDB, The Marketing Arm, Harte Hanks, and Rockfish Interactive among others.
Scott has published a number of articles on marketing strategy and analytics in various outlets including the International Journal of Advertising and was recently interviewed by Forbes Magazine for an online feature article: “Target Practice: The Power of Predictive Analytics.” He received a bachelor of arts degree in psychology from Franklin College in Indiana and a master of science degree in social psychology from the University of Pittsburgh.
Everyone is interested in learning more about social media as a marketing channel. However, social networking behavioral data is difficult to obtain at the individual level. And, asking people about their social network is like conducting family therapy by only talking to the daughter – it fails to capture the “interaction” between the members. Perhaps the best way to do research on social networks is to do research in social networks.
What if you could research the network as the “unit of analysis,” rather than research among individuals across different networks?
Once Upon a Bar Chart? The Role of Storytelling in Research
Anne Bailey Berman
President and CEO – Chadwick Martin Bailey
Anne Bailey Berman has a broad consulting background focused on using market and organizational information to enhance business decision-making. Through her career, she has used information to support strategies in market and product development, corporate positioning, distribution, and organizational alignment.
As co-founder and President of Chadwick Martin Bailey, she has consulted in multiple industries including financial services, health care, insurance, publishing, communications, technology, and utilities.
Anne was presented with the Pinnacle Award for Entrepreneurship by the Greater Boston Chamber of Commerce and the Third Lantern Award by the Old North Foundation for which she has also been designated as a lifetime member. She currently is a Board member of the Benjamin Franklin Institute of Technology which she chairs, the Greater Boston Chamber of Commerce, and a gubernatorial appointee to the Massachusetts Children’s Trust Fund. She serves on the Board of the Cape Cod Five Savings Bank and on the executive committee of the Cape Cod Five Foundation. In addition Anne is a member of CASRO, the American Marketing Association and ESOMAR, and The International Market Research Association.
It’s an exciting time to be a researcher—we’ve got data at our fingertips and clients hungry for meaningful insights. But the key to really great research isn’t more data—it’s the ability to tell a compelling story. In this presentation Anne will share concrete tips for effectively presenting the story of research, including how you can use data visualization to help clients understand the insight and see trends, relationships, and patterns more easily. Join Chadwick Martin Bailey’s President and CEO Anne Bailey Berman and hear and see some ways CMB is helping the data tell the story.
Field Test Results: Behavioral Segmentation and Elasticity Modeling
Michael Grigsby, Ph.D.
Senior Vice President Retail Strategic Business Analytics at Targetbase
Mike Grigsby has been involved in marketing science for over 25 years. He was marketing research director at Millward Brown and has held leadership positions at Dell Computer, Sprint, Hewlett-Packard and the Gap. With a wealth of practitioner experience at the forefront of marketing science and data analytics, he now heads up the strategic retail analysis practice at Targetbase. Mike is also known for academic work, having written articles for academic and trade journals and taught at both the graduate and undergraduate levels. He is a regular speaker at trade conventions and seminars. His book, Marketing Analytics, comes out August, 2015.
A common problem, especially in retail analytics, is how to discount appropriately. All retailers know they probably discount too much, they just do not typically have the tools to know which customers need a discount in order to maximize purchase, and how large a discount is needed, etc.
One solution that has turned out good results is to do a behavioral segmentation and then develop an elasticity model for each segment, either as a whole or applied to specific important product categories.
Research Is Only As Good As What You Do With It
Worldwide Corporate Brand Communications – Texas Instruments
Michael Guillory leads Worldwide Corporate Brand Communications for Texas Instruments. His responsibilities span multiple marketing disciplines for North America, Asia, Europe, the Middle East and Japan including brand materials & advertising, corporate messaging, events and tradeshows and management of TI’s video studios in Dallas and California. Michael has also directed Marketing Communications for TI’s DLP imaging technology division which included global marketing initiatives for 3-D technology, solid-state illumination, Pico projection, Digital Cinema and Automotive Head Up Displays, infotainment and gesture technologies. Additionally, Michael has international marketing experience in the software industry encompassing business and finance applications and speech recognition systems.
Prior to Texas Instruments, Michael directed brand and marketing teams at Philips Electronics and Sage Software. He is a frequent presenter for the American Marketing Association and numerous technology industry events and is a Co-chair for the CMO Collective and a member and speaker for the national CMO Club. Mr. Guillory holds degrees in Marketing from Oklahoma State University.
Acting upon research results is critical. All too often, good research results are analyzed, presented and discussed with actual actions being delayed or watered down to ineffectiveness. This is particularly true of research related to brand awareness, brand strength/perception, and market segmentation. Real-life examples will be shared which highlight effective ways to depict market research data and how actions were taken based on the results. Also, the audience will get engaging descriptions of situations where analytics and big data have gotten in the way of making effective marketing decisions.
Empathy Marketing and the Employee
President Sales and Marketing – Lynx Research Consulting
Whether it’s a complicated choice-based research design, a quick-turn multivariate analysis or developing marketing strategies to fill the stadium at his beloved Alma Mater TCU, Chris embraces each challenge with the passion and commitment usually associated with hardnosed tailbacks.
For more than 25 years Chris has honed his research skills across a wide variety of categories – from telecom and IT to consumer packaged goods, medical products and consulting.
Undoubtedly, influenced by a colorful, exotic upbringing in West Africa, Chris has an almost insatiable desire to continue exploring and stretching his professional range. And this is why he is equally adept at developing a complicated multistage forecasting project or delicately moderating consumers through in-depth conversations about mortality and medicine.
In the past couple of years, I’ve become a big proponent of Empathy Marketing, as communicated by David and Tom Kelley of Ideo and the Stanford Design School as featured in their book, Creative Confidence. Applying their concept of putting yourself into the position of your consumer target, provides a unique perspective into their needs and their expectations.
We bring analytics to life for our clients by developing process around them to implement change. The respondents are also the implementers and own the process for improvement as well. For executives, our reporting is designed to help them trust their employees to implement their ideas to make their company better.
While this is a decidedly low tech approach to marketing research, it is the type of thought and design that good consultants provide their clients every day. It is one way that we bring analytics to life for our clients.
Method in the Madness of Qualitative Analysis
Qualitative Research Consultant, Heatly Custom Research
Kelly Heatly provides full service qualitative research to companies across a wide range of industries, working with clients in an immersive and collaborative style of partnership.
With 19 years of marketing research experience, Kelly has conducted qualitative research focused on new product development, brand positioning, brand communications, user experience, and customer satisfaction. She specializes in focus group moderating and individual depth interviewing online, in the facility, and “in the moment, in the environment.” Her experience encompasses consumer and business-to-business studies for a wide variety of industries including retail, restaurant, CPG, apparel, healthcare, financial, insurance, travel & leisure, and homebuilding.
Kelly earned a BS in Marketing from Louisiana State University and an MS in Marketing Research from The University of Texas at Arlington. She is a member of the Qualitative Research Consultants Association (QRCA), serving as Editor in Chief of the Connections e-newsletter and co-chair/co-founder of the Texas Chapter. She is a member of the American Marketing Association (AMA) and has written articles for Quirk’s Marketing Research Review and GreenBook.
Analyzing qualitative data is a balance of art and science. The open-ended and unstructured nature of qualitative data can be overwhelming to researchers, yet it is the researcher’s job to “see the forest for the trees” and discern an overall pattern from a mass of detail. This requires creative instincts (art) combined with specific methods and tools (science).
The objective of this presentation is to guide the audience toward efficient ways to analyze qualitative data that lead to relevant insights and actionable recommendations. During the 30-minute presentation, I will walk attendees through a recommended approach to tackling the daunting task of analyzing qualitative data. My goal is to apply method to the madness!
Cool Infographics: Data Visualization & Design
Founder and President of InfoNewt
Randy Krum is an infographics and data visualization designer, and the Founder and President of InfoNewt, a data visualization and infographics design company. He is the author of the book, “Cool Infographics,” and the website, Coolinfographics.com Started in 2007, the site has grown into one of the most influential infographic sites online, handling up to 45,000 unique visitors a day. He designs infographics for clients used for both online distribution and internal communications. Randy speaks at conferences, universities, corporate events, and government agencies about infographic design.
Infographics are a powerful communications tool to make data and information easier to understand and more memorable to an audience (very important for any marketing communications). Designing to communicate with data is different than traditional graphic design, so the skills and processes needed are also different. Learn the science behind why data visualizations and infographics are so effective and how to structure an infographic, see different types of infographic designs (static image, video, interactive, etc.), and pick up design tips and techniques to use when designing your own infographic or when working with a designer.
Using Data to Make Marketing Decisions: Ten Things I’ve Learned in 35 Years
Susan Schwartz McDonald, Ph.D.
President and CEO at NAXION
Susan is a marketing consultant and veteran market researcher who leads NAXION, formerly National Analysts and previously a division of Booz•Allen & Hamilton, where Susan was a partner and Vice President. Susan’s career spans consumer products and pharmaceuticals (she has worked on brands as diverse as Coke and Viagra) and has focused primarily on launch and lifecycle management, including forecasting, positioning, portfolio strategy and market segmentation. She also testifies frequently as a survey methodology and brand expert in cases involving claims of deceptive advertising and trademark infringement.
Susan received an MA and PhD from the University of Pennsylvania’s Annenberg School. She is author of a text on qualitative research techniques, and articles in refereed journals as well as commercial publications. She began her career as a journalist and poet, and is at work (slowly) on two different books: a history of the market research field and a volume of poetry titled “Missing Matter.” Even the best predictive analytics cannot foretell which one will be completed first.
Many trends have conspired to drive marketing analysis toward ever-greater complexity, and sometimes needless statistical opacity, at a time when there is much talk about the importance of insight. Drawing on over three decades of experience as a marketing and market research professional, this “plain talk” talk enumerates some enduring – but often forgotten – truths about how to approach market research data, and how to avoid traveling around the block just to get next door.
For questions or to inquire about speaking opportunities, please email Jerry Thomas